In addition to this just having one brand while starting off would make it easier for the store to publicize its uniqueness and would make it easier in terms of costs and marketing activities plus it would be easier for the brand to cut through the clutter of different brands by different companies and hence it would prove very beneficial for the store in the early stages of its development in the market on the whole.
In today's environment it is very important for any upcoming business idea to be unique so that it is able to differentiate itself from the existing brands in the market just not for the sake of differentiation but also because there are market leaders that would not want the market to be penetrated by new comers and hence uniqueness is the answer to the stifling competition that every company faces in this modern day era. What better way would there be to cut through this clutter than the use of technology and at that state of the art technology to cut through the competition and hence the idea of a store where customers are given the maximum customization opportunity- your shoe, you design it! This is the basic theme of the endeavor that we have in mind. The finances for this store have been made through individual contributions made by the partners as well as funding through bank loans because the technology that had to be used in the store had to be specially developed and hence was costly but this kind of technology has been patented by the company for 20 years and hence it makes it very difficult for any of the competitors to copy and gives the company a security of sorts and makes sure the uniqueness of the store would be preserved at least for the initial 20 years of the company.
The location of the store is in New York City Times Square which is the shopping hub of New York and adjoining cities and is very appropriate for a store of this kind because people would immediately notice the uniqueness. The store has just 6 employees out of which two are IT specialists that would stay in the store 24/7 to ensure the smooth running of the system through out. The other 4 employees would be there to show customers samples of the different parts of the shoes that they would using to design the shoe and these employees would have expertise in designing and briefing customers about the durability and cost effectiveness of different material. Customers can also refer to these employees in case they want to design a show for different climatic conditions and the employees will duly inform them about the different materials that would prove to be long lasting in the conditions that the customer has identified. The store would not be a very large one since it would house just 8-10 portals where customers can design there shoes and it would have samples of different materials that the customer would be choosing using a catalogue on the PC, this would give the customers a feel of what the final product may look